As if being a small brand isn’t difficult enough, Surfdome.com is now offering a way to purchase over 100 skate brands on their “lifestyle” website! They state that they are, “committed to linking premium brands to our customers’ lifestyles and passions and look forward to seeing the department’s continued growth”. And don’t forget the accelerated payment iPhone app! I’m all about delivering products to people who love to skate. But now I feel like carrying skate brands when it’s not even your focus is just an attempt to hack in to the market. If you’re not serious about being “all about skating”, then use the gimmicks and apps on another industry. Skaters are here to be hard-core, to disobey their parents and to get whatever deck they can just to sneak out of the house and ride! Not iPhone app their way to speedy checkout!